Sixième Son, a leading agency in sonic branding, is turning the volume up with a brand-new visual identity. The new graphic system seamlessly blends the artistry of craftsmanship with the precision of bespoke creations, embodying the essence of “Sense & Soul” that defines our identity. After nearly 30 years of creating iconic sonic identities for more than 500 brands, Sixième Son’s new visual identity matches its global, independent spirit and dedication to innovation.
Sense & Soul: A Unique Fusion of Structure and Emotion
“2025 will not only mark the 30th anniversary of Sixième Son but the realization of our greatest aspirations. To mark this era of maturity, we unveil a new visual identity rooted in universality, simplicity, and the precision that defines us,” says Michael Boumendil, Founder and CEO of Sixième Son.
This transformation is more than a new look—it’s a testament to Sixième Son’s dedication to evolving with its clients and industry. The brand’s updated identity is a harmonious blend of heritage and forward-thinking, aligning Sixième Son with a bold new sonic and visual storytelling era.
Bringing “Sense & Soul” to Life Across All Touchpoints
The new visual identity ensures a consistent, captivating presence, from an enhanced website to immersive brand experiences. The new design balances structure with expressive flow, perfectly echoing Sixième Son’s sonic style. Designed to inspire, this new identity will elevate every touchpoint, reflecting our dedication to excellence in every detail.
Key Visual Elements of Sixième Son’s Identity
The Angel: Modernized as the centerpiece of the brand’s graphic DNA, representing Sixième Son’s creative spirit.
Pink: A refreshed color, now brighter and paired with passionate red, energizing the brand’s visual palette.
Typography: Blending modern and handwritten styles, adding warmth and personality to communications.
Dynamic Stave: Five structured lines evoke a musical soundwave, creating rhythm and flow across all brand touchpoints.
Sixième Son in phonetics: our new logo includes phonetic variations to help our audience pronounce this unique name we cherish.
Michael Boumendil, Founder & CEO, Sixième Son
“It’s all about what we stand for: the right balance between craftsmanship, creative flair, and the rigor of the brand’s made-to-measure approach. Playful yet true to our roots, it reconnects us with the agency I founded nearly 30 years ago, with our signature pink and the angel as symbols of our essence. Simpler, clearer, more powerful—this identity reflects what we create for our clients: impact that resonates.”
Laurent Cochini, Global Managing Director
“This new identity embodies Sixième Son’s journey and growth over the last five years. It’s not the “album of maturity,” it’s the visual identity of maturity—it’s a bold, refined expression of who we are.”
Becky King, Creative Director, Dragon Rouge
“This project was labor of love for both parties and an opportunity to create something elegant and impactful. The visual expression reflects the skills and passion of the people behind Sixième Son – and is a finely tuned balance between the structured (crafted and detailed) and the emotional (expressive and agile).”
CREDITS
Agency: Sixième Son
- President & Chief Creative Officer: Michael Boumendil
- Managing Director: Laurent Cochini
- Global Communications Director: Sophie de Busni
- Digital Marketing Project Manager: Kelly Hidalgo
Agency: Dragon Rouge
- Global Creative Director et Co-CEO: Kheireddine Sidhoum
- CEO Dragon Rouge London: Joe Hale
- Executive Director & Head of Strategy: Anthony Cox
- Creative Director: Becky King
- Senior Designer at Dragon Rouge: Alex Bride
- Senior Account Director: Hélène Piette
